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Want to Rank on Google? Own Your Niche First

Let’s cut the fluff:
Google’s not handing out free traffic just because you blog once a week.

If you want to show up when people search, you’ve got to own your space.
Not with more content.
Not with keywords shoved into every sentence.

But by being the best damn answer to the questions your dream clients are already asking.

That’s it. Be the authority. Own the niche. Win the clicks.

What Google Actually Cares About (It’s Only 2 Things)

  1. Is Your Content Actually Helpful?
    If someone Googles a question, and you give a clear, practical answer — Google gives you love.
  2. Do People Stick Around?
    If they click your link, read your stuff, and go deeper into your site — boom. More trust. More traffic.

Want to Build Authority? Use This Plan:

Step 1 – Know What You Really Sell
You’re not “a lawyer.” You help overseas nurses get into Australia — fast, and with less stress. Niche down.

Step 2 – Pick Your Anchor Topic
This is what you want to be known for. One clear, sharp topic. Stick to it.

Step 3 – Create Core Content
What are the big questions your best clients ask before they buy? Answer those. Make each one count.

Step 4 – Build Around It
Now add the follow-ups. The “but what about…” questions. Link it all together.

Want to Keep It Even Simpler?

You don’t need to blog 5x a week. You just need momentum.
Pick two of these and go all in:

 ✔ Go Wide: Cover related topics
 ✔ Go Deep: Explain each one like a pro
 ✔ Stay Fresh: Keep it updated

Don’t Make These Rookie SEO Mistakes

 ❌ Don’t copy what your competitors are writing
 ❌ Don’t keyword-stuff like it’s 2007
 ❌ Don’t chase traffic — earn trust

Final Word: SEO Isn’t a Trick — It’s a Trust Game

This isn’t about playing Google’s game.
It’s about helping people so well that Google has to notice you.

 ✔ Be useful
 ✔ Be clear
 ✔ Be consistent
 ✔ Stay in your lane

Do that, and Google will send you traffic for years.

Ready to Turn Your Website into a Lead Machine?

We help service businesses create content that ranks, builds trust, and brings in leads. Contact us now to get a strategy that actually works.

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Why “Keyword Research” Is Dead (And What To Do Instead)

Still writing content around keywords?

Like “best plumber Sydney” or “cheap business coach”?

Yeah… stop that.

That kind of SEO worked 10 years ago. Now it just makes your website look like it’s trying too hard — and Google sees straight through it.

Today, Google doesn’t want keywords. It wants answers.

It wants clarity. Authority. Actual help.

Let’s show you how to give it what it wants.

 

Why Old SEO Doesn’t Work Anymore

Old-school SEO = Pick a keyword. Jam it into a blog.

Hit “publish” and hope for traffic.

Problem is, that traffic never converts.

Here’s why:

  • The data’s often wrong or outdated
  • You’re guessing what people might search
  • You’re missing what people actually care about
  • Your content ends up weak, scattered, and full of fluff

It’s like trying to win a marathon in flip-flops.

It technically works… but it’s not gonna get you far.

 

What Google Actually Cares About

Google’s job is simple: show the best answer to someone’s question.

Not the most “keywordy.” The most useful.

Here’s what it looks for now:

What Google Looks For
What That Means For You
Clear Topics Google knows what you do and who you help
Real Questions You’re answering what buyers actually ask
Connected Content Your info links together and makes sense
Depth and Trust You cover the topic like an expert would
Helpful Tone It sounds human, not robotic

 

What To Do Instead of Keyword Lists

Here’s how you get better rankings and better leads:

Step 1: Start With What People Actually Care About

Don’t begin with:

“Buy mountain bike online”

Start with the real stuff your buyer wants to know:

  • What frame is best for trails?
  • Hardtail or full suspension?
  • How much should I spend?

Example:

Old: “Best electric bike Australia”

New: “How far can an e-bike go on one charge?”

See the difference? One feels like a trick. The other feels helpful.

Use tools like:

  • Google autocomplete
  • FAQs from customers
  • Questions people ask in sales calls

Real problems = real content ideas.

Step 2: Turn Topics Into Questions

People Google questions. You should answer them.

Try these two simple frameworks:

1. IQQI

– “If you were your ideal client, what questions would you ask?”

2. K2Q

– “Take a keyword and turn it into a question”

Example:

Keyword: “CRM for small business”

Question: “What’s the easiest CRM for a 5-person team?”

Now that’s content someone actually wants to read.

Keep answers short, sharp, and real.

Step 3: Build Trust With Depth

Don’t just write one article.

Build a mini-library that shows you know your stuff.

✔️ Cover all the key subtopics

✔️ Link articles together (Google loves that)

✔️ Write like you talk — keep it natural

✔️ Stick to a clear format so people can skim

✔️ Lead with answers — keep ‘em under 40 words if you can

Example:

Niche: Solar panels

Instead of one article on “solar energy,” build this:

  • “How much power does a 6.6kW solar system produce?”
  • “What’s the best inverter for home use?”
  • “How long do solar batteries last?”
  • “What’s the payback period on solar?”

You become the go-to — not just another search result.

 

The New SEO Plan (For Non-Techy Business Owners)

Step 1: List the key topics in your business

Topic What People Ask
Bookkeeping “What’s the easiest software for tradies?”
Marketing Coach “How do I get more leads without ads?”
IT Support “What’s the cost of managed IT services?”

Step 2: Create content around those questions

Write answers you’d say to a real client. No fluff. No filler.

Step 3: Link it all together like a library

Not just scattered blogs — a system.

So Google sees you as the expert. And so do your buyers.

 

In Summary: What To Do Instead of Keywords

✔️ Stop obsessing over keywords

✔️ Start focusing on what your buyers actually ask

✔️ Build content that helps, not sells

✔️ Go deep enough to be trusted

✔️ Make it easy for Google (and people) to find and follow

Bottom line:

Don’t play the old SEO game.

Own the new one — by being the most helpful voice in your market

Want help building a content system that ranks and converts?

Contact us and let’s talk about your SEO strategy for 2025.

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SEO in 2025: What Actually Moves the Needle (No Fluff, Just Results)

The SEO game has changed. Again.

In 2025, Google isn’t just rewarding who shows up. It’s rewarding how you show up—and how helpful, relevant, and trustworthy you are.

If you’re still doing SEO the way you did two years ago, you’re leaving traffic, leads, and clients on the table.

 

Here’s a no-fluff breakdown of what’s working right now, and how to turn your site into a lead-generating machine.

 

Build Topical Authority, Not Just Backlinks

Google doesn’t want “generalists.” It wants trusted specialists.

You don’t need 1,000 blog posts—you need the right posts, structured around the way people actually search.

What Works:
  • Topical maps that cover a subject from start to finish.
  • Silo structure: Clean internal links that show your site’s expertise and hierarchy.
  • Content that builds depth, not just breadth.

Move the Needle: Group your content into clusters. One main topic, surrounded by related subtopics. Think definitions, how-tos, comparisons, problems, and solutions.

 

Prioritize Semantic Relevance Over Keyword Stuffing

Keyword density is dead. Semantic depth is in.

Google’s using AI to understand meaning, not just match terms.

What Works:
  • Include related entities and terms that reflect natural human conversation.
  • Optimize for BERT, MUM, and other language models that “read” like people do.
  • Focus on clarity and completeness—not keyword counts.

Move the Needle: Build pages that reflect real-world language. Use terms your audience actually uses. Match their intent, not just their words.

 

Deliver Unique Information That Can’t Be Found Anywhere Else

Regurgitating top-ranking blogs won’t cut it anymore. Google now rewards content that brings something new to the table.

What Works:
  • First-party data: Share your own insights, case studies, or original frameworks.
  • Expert interviews and lived experience.
  • Koray Gübür’s concept of Information Gain—Google gives bonus points for originality.

Move the Needle: Add value others don’t. Include stories, lessons learned, unique visuals, and new ways to think about the problem.

 

Use Internal Linking Strategically

Internal links aren’t just for navigation. They’re for distributing authority and guiding both users and search engines.

What Works:
  • Contextual links inside paragraphs, not just sidebars and footers.
  • Link hubs: Create “central” pages that link to related subtopics.
  • Smart anchor text that reflects the semantic relationship between pages.

Move the Needle: Treat internal linking like a map. Use it to highlight your most important content and create a clear, logical flow.

 

Optimize for Answers, Not Just Keywords

Search is moving toward conversations, questions, and instant answers. If your content doesn’t speak to this shift, it’s being left behind.

What Works:
  • Structured answers with bullet points, headings, and FAQs.
  • Target “People Also Ask” questions and related queries.
  • Use schema markup to enhance your content for featured snippets and voice search.

Move the Needle: Make your page the best answer on the internet for the questions your audience is already asking.

 

Establish Entity-Based Authority

Google is building its own version of LinkedIn. It’s connecting dots between people, companies, topics, and ideas.

If your brand isn’t part of that network, you’re invisible.

What Works:
  • Mention relevant entities in your content.
  • Use structured data to define who you are and what you do.
  • Strengthen your E-E-A-T (Experience, Expertise, Authority, Trust).

Move the Needle: Build your presence. Be referenced, quoted, cited, and connected to other high-trust entities in your space.

 

Align Content with Multi-Layered User Intent

A single search query can come from people at different stages of awareness. If you’re only writing for one, you’re missing everyone else.

What Works:
  • Classify queries by intent: Informational, Navigational, Transactional, Commercial, and Local.
  • Build content that speaks to all stages—from “what is it?” to “which one is best?”
  • Optimize for engagement: scroll depth, dwell time, and click-throughs all send signals to Google.

Move the Needle: Design content that helps readers take the next step—wherever they’re starting from.

 

Meet the Minimums on Speed, UX, and Core Web Vitals

Yes, your site still needs to be fast, mobile-friendly, and secure. But in 2025, that’s just table stakes—not a growth strategy.

 What Works:
  • Fast-loading, clean UI
  • Mobile-first design
  • Secure (HTTPS) and technically sound

Move the Needle: Do the basics well, but put your energy into content quality and semantic strategy.

 

TL;DR – SEO Tactics That Still Matter in 2025

 

SEO Strategy Still Works? Why It Moves the Needle
Topical Authority ✔✔✔ Shows deep, structured knowledge on a subject
Semantic Optimization ✔✔✔ Matches searcher intent, not just keywords
Unique Content (Info Gain) ✔✔✔ Offers original value Google hasn’t seen before
Internal Linking ✔✔ Builds authority and logical site architecture
Entity-Based SEO ✔✔ Connects your brand to the Knowledge Graph
Answer Engine Optimization ✔✔ Wins featured snippets, PAA, and voice search
Core Web Vitals ✔ (baseline) Needed for usability, but not a competitive edge

 

Final Thought: Content That Understands People Wins

In 2025, the SEO winners are clear:

  • They build deep topical authority
  • They optimize for questions, not just terms
  • They focus on clarity, not clutter
  • They think like educators, not just marketers

Stop optimizing for bots.

Start building content ecosystems that make Google and your readers trust you.

That’s how you turn rankings into results.

 

Ready to Stop Playing Catch-Up with SEO?

At Disrupta, we don’t just follow Google’s changes—we engineer strategies that leapfrog them.

If you’re serious about building authority, driving consistent traffic, and turning your website into your best-performing salesperson.

Contact us now and let’s build an SEO engine that scales with you—no fluff, no jargon, just results.

Chromosome Resources

Resources Available For The Chromosome Digital Marketing Summit Participants:

Join our Facebook Group for all of the latest tips, expert interviews and advice on Sales Engine Optimisation.

The group is called “Disruptive SEO and Digital Marketing“.

 

Resources And Tips: TRACKING

Tracking Spreadsheet + Helpful Video For Knowing Your Numbers:

www.disrupta.com.au/know-your-numbers/ 

Follow this Link to download the excel tracking spreadsheet.

Attribution Tracking:

 

Resources And Tips: TRAFFIC

Here are two videos showing you how to get the absolute most value from your Google Ads traffic:

www.disrupta.com.au/advanced-google-ad-hacks/

 

Resources And Tips: WEBSITE

Various website optimisation tools:

  • Hotjar
  • Crazy Egg
  • Optimizely

 

Resources And Tips: SALES

Three Sales Hacks:

1: Create an offer

2: Sell an outcome

3: Keep it simple (a confused mind says no)

 

Resources And Tips: REPORTING

Searching Local Organic Rankings:

www.brightlocal.com/local-search-results-checker/ 

Measuring Organic Rankings:

Serpbook.com  

Visualising Data And Reports:

Google Data Studio

Dashthis.com

Changes to Google PageSpeed Insights

One of the most commonly used (Free) tools for testing just how fast (or slow) your website loads is Google’s PageSpeed Insights. PageSpeed Insights (PSI) was designed to meet the needs of those who are less technical.

On the flip side, another of Google tools “Lighthouse” is available for developers and techies wanting to really delve into page speed and other related issues.

Up until now, the two tools used different analysis engines and often gave confusingly different results.

Now, PSI is powered by Lighthouse. This allows you to get the same performance audits and recommendations everywhere: on the web and in Chrome DevTools.

PageSpeed Insights also incorporates field data provided by the Chrome User Experience Report.

 

Our recommendation: Test your site out on the new improved PageSpeed Insights and gain valuable insights into how to further speed up your website.

Loading speed is critical to have great SEO and for converting your traffic into customers.

Visit Google’s new PageSpeed tool here.

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How to use Site Audits to Leverage Search Quality

How to use Website Audits to improve search quality:

Given that Google has such a heavy focus on Search quality, auditing the way that we show you in this video can be great for picking up areas and issues that are negatively impacting your user experience and SEO. We recommend doing these kinds of audits at least monthly and it’s also helpful doing one on your highest-ranking competitors to see how you compare.

There are a number of ways that you can do this. I like to use the program SEM Rush combined with Google Search Console.

We set client sites up as projects in SEM Rush with audits scheduled to automatically run.

Here are some of the areas that we like to audit:

SEM Rush:

  • Internal links that are broken
  • Pages that 404
  • Broken internal images
  • Internal pages with slow page speed
  • Duplicate meta descriptions

Search console:

  • HTML Improvements

This is the path that you need to follow – Click on:
“Search Appearance -> HTML Improvements”

 

  • Optimise for mobile usability

This is the path that you need to follow – Click on:

“Mobile Usability” tab under “Search Traffic,”

 

  • Pay attention to your index status

This is the path that you need to follow – Click on:

“Index Status” below “Google Index”

 

  • Fixing crawl errors

This is the path that you need to follow – Click on:

“Crawl Errors”

 

  • Checking that sitemaps are indexed

This is the path that you need to follow – Click on:

“Sitemaps” section of Google Search Console shows you the number of URLs that have been indexed

 

How to leverage the latest Google Algorithm changes to gain a further edge over your competition.

The last few months have seen Google roll out a number of changes. We saw the Mobile First Indexing begin to effect sites (more info on this below) and then most recently there have been a number of minor algorithm updates over the last 30 or so days.

The first of these started causing some noticeable fluctuation in the search results around the 8th of July. Then, last Wednesday (1st August) Google announced that they had made an update to their core algorithm.

The updates are based on page speed and search quality and they follow on from the Mobile first indexing change which has only very recently been introduced.

While it’s still early days – we’ve got loads of valuable data coming through on exactly how to further stay ahead of the game.

We’ll speak to each client individually over the coming 30 days about the results of auditing their websites in line with the latest changes.

Here is a 30,000ft overview of the recent happenings:

Mobile first indexing:

As we’ve finally passed the tipping point where more searches are performed on mobile devices than on desktops, Google is now using the mobile version of your website when evaluating the relevance of a page to a search query.

This means that more so than ever before, if you want to outrank your competition, you need to ensure that the following are in check:

  1. Your website is really well optimised for mobile (from a technical perspective)
  2. The individual pages on your site are a great fit for the mobile traffic that relates to them

                    The Technical:

Sites that have fully embraced the technical improvement needed around mobile first indexing are seeing a clear advantage and will continue to do so. Here are some helpful resources that your dev team can use to access exactly how your site shapes up:

Sites that have been migrated to mobile first indexing will have received the message below in Search Console (Webmaster tools).

Optimising for Mobile Relevance:

Some industries have a much higher volume (%) of mobile searches vs desktop. The food industry is one example of this. Here, the bulk of fast food is ordered from mobile devices.

If your website sells fast food and you wanted to rank highly for searches relating to this, it makes sense to ensure that your pages have the best “specific” content to match the search query.

In order to gain a ranking edge over your competitors, I suggest that you consider this question:

 “How does the specific content that your mobile users want to see vary from those who come in via desktop searches?”

Comment or shoot me a message to discuss this further and we can have a conversation about the best way to optimise around this.

So, what is all this noise about an Algorithm update?

Google announced last week that an update has been made to their core algorithm.

Basically, they’ve said that you should continue to improve your overall website by providing even better-quality content and experiences to your website visitors.

Here is their official word on the matter:

  “Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year.

As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.”

How to benefit from the changes:

As in all times of change, there’s a huge opportunity to further gain an edge over your competition.

Sites that have fully embraced mobile optimisation and the use of Accelerated Mobile Pages(AMP) are the ones that we’re seeing making the greatest ranking gains.

I recommend making the effort to really understand your mobile users and combining your technical and user level optimisation to make your most important pages even better.

NOTE: While we’re not seeing ranking drops across any client clients, if you’re reading this article in LinkedIn land or on other social sites and you are noticing changes – reach out to me and we’ll talk you through them.

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How to Redesign your website without KILLING your SEO.

TAKE NOTE: Far too often we’re seeing businesses suffer enormous and unnecessary ranking drops due to crucial SEO practices not being followed. Web developers (no matter how smart), just aren’t trained in SEO (it is a completely different speciality).

Brand and UX/UI experts will very easily tell you to make changes to your site that can and will cripple your rankings in an instant. We’ve seen countless well-known brands suffer up to 90% drops in their Organic traffic overnight due to silly errors being made during development and redesign work.

Keeping your site looking fresh and relevant + continually improving UX/UI is obviously important – that is why we have created this week’s video for you.

In this video, we’ll cover the mistakes and wins that we are seeing companies making right now and the actual methods that your team MUST follow. We have even provided the checklist that we have all developers/designers and anyone else involved in a website upgrade use.

Checklist:
The Essential Guidelines for Managing Website Redesigns and Platform Changes

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Lightning Fast Page Speed

How to ensure that your website loads lightning fast.

The time it takes for web pages to load is increasingly important in your SEO. In fact, Google state that 53% of mobile visits are abandoned if a website takes 3 seconds or longer to load.

How fast is your site? 

Here are our favourite tools to use:

To ensure a fast page speed and how to achieve it, we explore these 3 areas:

  • Minification
  • Caching
  • Use a high quality CDN

Bonus tool that was provided to us by Anna Mesbar:

  • Down or Not? (Will check if the site is down just for you or everyone else)